Wal-Mart and an Odd Campaign

While most traditional Public Relations campaigns have completely stated objectives and goals that they are trying to reach, Wal-Mart decided on a different route when campaigning against having to give their employees more spending on health insurance. They way in which they conducted their campaign was completely different than any of the other business in its sector. While the Wal-Mart one of the largest companies in the United States making up roughly 7 percent of our total Gross Domestic Product, campaign on legislation issues is vital.

Wal-Mart is moving to the bloggers to help with their campaign instead of using traditional media sources. In fact, Edelman, Wal-Mart’s Public Relations firm, is part of this campaign and says that information is disseminated from the top and then distributed by email to bloggers around the country. These bloggers then post on their walls denouncing legislation for better health insurance for all employees. While this may be an ethical, the promotional campaign used to reach Americans who can influence their legislators is ingenious. Wal-Mart and Edelman say that they do not compensate their bloggers for the messages they post on their boards, however the information that comes out in the blogs looks very similar to the traditional press releases that arrive days later.

Wal-Mart, the nation’s largest employer, is trying to regain some respect with the American public after its fallout in 2004 and 2005. The company believes that more and more Americans are going to the internet to find “varied, credible and trusted” sources. Wal-Mart wants to be one of the first to join this on-line conversation, and they want something in return as well. In their blogs, readers will find very pro-Wal-Mart conversation where they will be talking about a new store opening in Illinois or a high number of applications received that month. Using the bloggers, Wal-Mart also has the ability to rely on them to bash some of their competitors. For example, last Christmas when Target, Wal-Mart’s strongest competitor, would not allow red-kettle collectors in front of their stores, the bloggers jumped all over it accusing Target of raising “zero” dollars for the Salvation Army. Wal-Mart believes this is the best way for them to tell their side of the story in a completely new light and Public Relations arena. When asked by the New York Times about this new marketing campaign, the bloggers said that they were never paid for their work nor were they ever told to keep the messages secret.

I believe that this is a great, and new, way to reach to American public on a completely new level. When people read blogs they generally tend to agree with bloggers because they feel it is personal opinion and anyone can say anything they want. This is the case with Wal-Mart and they feel that they can take full advantage of the new situation by expanding their publics, and promoting a positive company image. The fact that they do not wan to give their employees more health insurance is a whole other issue, but the fact that no legislation has been passed yet shows the success of their marketing campaign.